Levi Strauss
CUSTOMERS’ SATISFACTION LEVEL OF LEVI’S JEANS
SEC-F
Submitted To: Prof. Suptarishi Purkaystha Submitted by: Akanksha Gupta Komal Shanjan Sinha Tuhina Mandowara Shweta Puri Sujata Barua Akshay Sharma 09BSHYD1012 09BSHYD0386 09BSHYD0765 09BSHYD1032 09BSHYD0807 09BSHYD0866 09BSHYD0060
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INDEX
CONTENTS INTRODUCTION LITERATURE REVIEW HYPOTHESIS FORMATION DATA & SAMPLE SIZE CONSOLIDATION RESEARCH METHODOLOGY ANALYSIS CONCLUSIONS REFERENCES ANNEXURES
PAGE 3 5 8 9 11 12 20 22 24
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INTRODUCTION The modern age is known as the “Age of Consumers”. In today‟s cut-throat competition the consumer is considered as the “KING” and the main objective of the various organizations are aimed at keeping the consumer happy and satisfied. It is very important for each and every organization to keep its consumers satisfied in order to maintain its competitiveness in the market. However when we take a closer look, we find that the consumers satisfaction level towards a company and its leading products vary on one aspect or the other based on a variety of attributes (Kotler, 2009). Fashion is a highly customer oriented industry with innovative products, where there are large number of competitors giving you a intense competition. Thus companies have to come up with something different and unique keeping the target buyer group and the time factor in mind since in the fashion industry the product life cycle is very short. LEVI’S STRAUSS & CO.: Statistics show that every day millions of customers go for shopping worldwide. Hence every company wants to attract customers and increase their customer base. To ensure this companies have to keep up with the latest fads for satisfying customer requirements. For those of us that want to wear jeans with style and make a fashion statement about who we are, then finding the right pair(s) of designer jeans is crucial to our social standing. Levis offers a great range of jeans for both men and women, but variety is not the only factor
SEC-F
Submitted To: Prof. Suptarishi Purkaystha Submitted by: Akanksha Gupta Komal Shanjan Sinha Tuhina Mandowara Shweta Puri Sujata Barua Akshay Sharma 09BSHYD1012 09BSHYD0386 09BSHYD0765 09BSHYD1032 09BSHYD0807 09BSHYD0866 09BSHYD0060
1
INDEX
CONTENTS INTRODUCTION LITERATURE REVIEW HYPOTHESIS FORMATION DATA & SAMPLE SIZE CONSOLIDATION RESEARCH METHODOLOGY ANALYSIS CONCLUSIONS REFERENCES ANNEXURES
PAGE 3 5 8 9 11 12 20 22 24
2
INTRODUCTION The modern age is known as the “Age of Consumers”. In today‟s cut-throat competition the consumer is considered as the “KING” and the main objective of the various organizations are aimed at keeping the consumer happy and satisfied. It is very important for each and every organization to keep its consumers satisfied in order to maintain its competitiveness in the market. However when we take a closer look, we find that the consumers satisfaction level towards a company and its leading products vary on one aspect or the other based on a variety of attributes (Kotler, 2009). Fashion is a highly customer oriented industry with innovative products, where there are large number of competitors giving you a intense competition. Thus companies have to come up with something different and unique keeping the target buyer group and the time factor in mind since in the fashion industry the product life cycle is very short. LEVI’S STRAUSS & CO.: Statistics show that every day millions of customers go for shopping worldwide. Hence every company wants to attract customers and increase their customer base. To ensure this companies have to keep up with the latest fads for satisfying customer requirements. For those of us that want to wear jeans with style and make a fashion statement about who we are, then finding the right pair(s) of designer jeans is crucial to our social standing. Levis offers a great range of jeans for both men and women, but variety is not the only factor